Towards a marketing communications model for small political parties: A primary principles strategic perspective for developed countries

Purpose – Through a comprehensive literature review and data analysis, the purpose of this paper is to adopt a multiperspective interrelation of different dimensions of existing theory to eventually bridge the fields of political and business marketing, identify the underlying causes of voter behaviour, and distil the critical factors of small political parties' (SPPs') strategic marketing communications (MCs) success. The research finally develops a preliminary conceptual strategic MCs model for SPPs that fits the context of developed countries and concentrates on the strategic aspects of MCs. Design/methodology/approach – The paper is largely conceptual and is based on an extensive literature review and secondary data; strengthened through additional and focused quantitative and qualitative data. Findings – The findings indicate an increasing association between business and political marketing, an environmental context that stimulates and nurtures a symbiotic relationship between parties and voters, an enhanced role of “perception management”, and substantial divergence of SPP reality from classical theory. Research limitations/implications – Further and focused primary research is required towards model testing. Practical implications – A scientific basis is provided for practical strategic implementation of MCs by SPPs. Originality/value – The research value stems from its focus on SPPs, its contribution to the generic discussion on business marketing theory applicability to politics; its reinforcement of existing research on the subject through further data and analyses; and additionally to existing researches' focus, its concentration on the strategic aspects of the subject and its contribution to literature of an analogous strategic political marketing model.